Facebook is, at the moment, the most important social network in the world. Over 500 million people connect to one another in the “Social Network.” And, with the introduction of the Open Graph, we are interacting with our Facebook connections on our favorite websites where our social graph and the corresponding activity of Likes, interaction, and commentary become the centerpiece for social curation and more importantly, our focused attention. We are putting our social network to work and we are learning how to share, discover, and collaborate in public.
Actions speak louder than words. And as such, we have the responsibility to lead desirable and mutually beneficial actions through meaning engagement. It’s difficult to do so however, when we focus our efforts on cultivating communities where success is derived by their respective populations. From views and impressions to Likes and Retweets to the count of our Friends, Fans and Followers (3F’s), we miss sight of what’s truly important, connections, outcomes, and the experiences we define and nurture.
Four-and-a-half years ago, Jack Dorsey sent the Tweet that would eventually spark a social revolution. At just 24 characters long, Dorsey and the Twitter team introduced us, one by one, to a new medium for connecting and communicating with one another. It would forever change how its community shared, discovered, and learned, setting the stage for a new era of influence and relevance. And in just four short years, Twitter would emerge as something more personal than a social network, it would serve as a human seismograph for facilitating, tracking, and measuring human movement and experiences.
Listening is only the beginning. Engagement is the beginning of the end of business as usual. Once we hear, truly hear our customers and the people who influence our decisions, effective engagement is inspired by the empathy that develops simply by being human.
We start to see things through the eyes of our consumers.
We feel their pains, frustrations, and also happiness.
We sense what it takes to encourage positive sentiment.
If a conversation takes place online and you’re not there to hear it, did it really happen?
On August 5, 2008 JESS3 and I introduced version 1.0 of The Conversation Prism. Today, I’m proud to announce The Conversation Prism Version 3.0. With the introduction of 3.0, our view of the social media panorama is updated and also reflective of the real world that is embracing and organizing the social Web.
For decades brands basked in the glory of control, control over consumers’ perceptions, impressions and ultimately decisions and ensuing experiences. Or better said, business leaders enjoyed a semblance of control. While businesses concentrated resources on distancing the connections between customers, influencers and representatives, a new democracy was materializing. This movement would inevitably render these faceless actions not only defunct, but also perilous.
Welcome to the fourth episode of (R)evolution, a new series that connects you to the people, trends, and ideas defining the future of business, marketing, and media. My guest in episode 4 is Charline Li, founding partner of Altimeter Group, author of the new book, Open Leadership and also my dear friend.
The premise of “open leadership” sets the stage for executives to embrace social technology to transform the way they lead. In our discussion, we also review how social behavior and activity demand that leaders not only embrace open leadership, but also open engagement.
The socialization of media is as transformative as it is empowering. As individuals, we’re tweeting, updating, blogging, commenting, curating, liking and friending our way toward varying levels of stature within our social graphs. With every response and action that results from our engagement, we are slowly introduced to the laws of social physics: for every action there is a reaction – even if that reaction is silence. And, the extent of this resulting activity is measured by levels of influence and other factors such as the size and shape of nicheworks as well as attention aperture and time.
Brian Solis is a digital analyst, anthropologist, and also a futurist. In his work at Altimeter Group, Solis studies the effects of disruptive technology on business and society. He is an avid keynote speaker and award-winning author who is globally recognized as one of the most prominent thought leaders in digital transformation.
His most recent book, What's the Future of Business: Changing the Way Businesses Create Experiences (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. In 2009, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.